Individual Differences in Innovativcncss

People differ greatly in their readiness to try new products. In each product area, there are 'consumption pioneers' and early adopters. Other individuals adopt new products much later This has led to a classification of people into the adopter categories shown in Figure 6.8.

After a slow start, an increasing number of people adopt the new product. The number of adopters reaches a peak and then drops off as fewer non-adopters remain. Innovators arc defined as the first 2.5 per cent of the buyers to adopt a new idea (those beyond two standard deviations from mean adoption time); the early adopters are the next 13.5 per cent (between one and two standard deviations); and so forth.

The five adopter groups have differing values. Innovators are adventurous: they try new ideas at some risk. Early adopters are guided by respect: they are opinion leaders in their community and adopt new ideas early but carefully. The early majority is deliberate: although they are rarely leaders, they adopt new ideas before the average person. The late majority is sceptical: they adopt an innovation only after most people have tried it. Finally, laggards are tradition hound: they are suspicious of changes and adopt the innovation only when it has become something of a tradition itself.

This adopter classification suggests that an innovating firm should research the characteristics of innovators and early adopters and should direct marketing efforts to them. For example, home computer innovators have been found to be middle-aged and higher in income and education than non-innovators and they tend to be opinion leaders. They also tend to be more rational, more introverted and less social. In general, innovators tend to be relatively younger, better educated and higher in income than later adopters and non-adopters. They are more receptive to unfamiliar things, rely more on their own values and judgement, and are more willing to take risks. They are less brand loyal and more likely to take advantage of special promotions such as discounts, coupons and samples.3'

Time of adoption of Inntivations

Time of adoption of Inntivations

(HouRf'ii: Redrawn from Everett M. Rogers, Diffusion of Innovation*, 3rd edrt (New York: MiicmiMau. .1983), p. 247. Adapted with permission of Mac mi l lau Publishing Company Inc. © 1962, 1971, 1983 by the Free Press.)

Figure 6.8

Adopter categorization on (he basis of relative time of adoption of innovations opinion leaders People -within a reference group who, because of special skills, knowledge, personality or other characteristics, exert influence on others.

Manufacturers of products and brands subject to strong group influence must find out how to reaeh the opinion leaders in the relevant reference groups. Opinion leaders are people within a reference group who, because of special skills, knowledge, personality or other characteristics, exert influence on others. Opinion leaders are found in all strata of society and one person may be an opinion leader in certain product areas and an opinion follower in others. Marketers try to identify the personal characteristics of opinion leaders for the products, determine what media they use and direct messages at them. In some cases, marketers try to identify opinion leaders for their products and direct marketing efforts towards them. This often occurs in the music industry, where clubs and radio DJs are influential. In other cases, advertisements can simulate opinion leadership, showing informal discussions between people and thereby reducing the need for consumers to seek advice from others. For example, in a recent ad for Herrera for Men cologne, two women discuss the question, 'Did you ever notice how good he smells?' The reason? 'He wears the most wonderful cologne.'4"

If Anna Flores buys a camera, both the product and the brand will be visible to others whom she respects. Her decision to buy the camera and her brand choice may therefore be influenced strongly by opinion leaders, such as friends who belong to a photography club.

personal influence The effect of statements made !>y one person on (mother's attitude or probability ofpurchu.se.

RoJc of Personal Influence

Personal influence plays a distinctive role in the adoption of new products. Personal influence describes the effect of statements made by one person on another's attitude or probability of purchase. Consumers consult each other for opinions about new products and brands, and the advice of others can strongly influence buying behaviour.

Personal influence is more important in some situations and for some individuals than for others. Personal influence is more important in the evaluation stage of the adoption process than in the other stages; it has more influence on later adopters than on early adopters; and it is more important in risky buying situations than in safe situations.

Continue reading here: Influence of Product Characteristics on Rate of Adoption

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